Debenhams Christmas Shopping

Challenge:

  • To publicise Debenhams' Christmas 'You Shall' TV advert against the backdrop of the fiercely competitive Christmas ad market place as well as securing national, regional and retail trade coverage.

Response:

  • A secured and exclusive interview in Marketing Week with marketing director, Richard Cristofoli, plus the inclusion in trade and retail advent round ups negotiated as part of the agreement.
  • Follow up interview in Campaign magazine focusing on the ad and in-store activations at Debenhams on Oxford Street.
  • Teaser videos issued to key national media contacts ahead of the full length release.
  • Proactive sell in of a link to online videos plus still images and key messages to secure stand alone, positive media coverage.
  • Reporters producing Christmas ad round-ups were targeted with media mailers to ensure every opportunity was fully exploited.

Results:

  • 35 Major pieces of press coverage including The Sun, Daily Mail, Metro, Daily Express, London Evening Standard and Hello! Magazine.
  • 10 Trade press articles including Marketing Week, Campaign, Draper's and Retail Week.
  • 300M opportunities to be seen by readers.
  • 14% Surge in online shoppers.
  • 3.5% Rise in like for like sales.
  • Hailed 'The Best' Christmas TV advert of the year by media and critics.

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